Department store retailer creates ‘dress destination’
Lord & Taylor is looking to engage shoppers with a new luxe concept dedicated entirely to one of its core categories: dresses.
The retailer has transformed the fifth floor of its Manhattan flagship into a dedicated space for dress shopping for all occasions. Spanning over 30,000 sq. ft., the updated space includes a rotating pop-up shop that launches with one-of-a-kind vintage designer dresses, a concierge service, and The Gallery, a dedicated area for designer dresses.
Set apart in a private alcove, The Gallery offers a luxe shopping experience complete with its own branding, packaging, complimentary alterations, and luxurious robes. It also includes spacious personal shopping suites that are designed to accommodate small parties.
A concierge dedicated to guest services is also stationed on-site, greeting customers and connecting them with specialized personal stylists.
A series of custom screen walls help zone the floor into various areas. The space has over 35 fitting rooms, which are equipped with new and updated features, including call buttons, selfie sticks and illuminated mirrors that feature adjustable mood settings for day, home, office and night.
“For our customers, Lord & Taylor has always been about the dress,” said Liz Rodbell, president, Lord & Taylor and Hudson’s Bay. “Dresses are the core of Lord & Taylor’s DNA and the launch of The Dress Address provides a tremendous opportunity to offer customers the most fabulous assortment of dresses.”
Lord & Taylor operates 50 full-line locations primarily in the northeastern and mid-Atlantic U.S., and lordandtaylor.com. It is part of the Hudson’s Bay Company brand portfolio.